Deck 5: Managing Marketing Information to Gain Customer Insights

Question 1

Most marketers today believe they still lack a sufficient quantity of research data to make high-quality decisions.

Answer 1

False

Question 2

Marketing researchers can conduct their own searches of secondary data sources today by using commercial online databases.

Answer 2

True

Question 3

It is important to note that data becomes outdated quickly so keeping the database current requires a major effort.

Answer 3

True

Question 4

When you glean information from your company's accounting and sales records,stored in the company's computer system,you are developing an internal database.

Question 5

You have just extracted sales and cost data used by the accounting department for preparing financial statements.Most likely,this information is complete and in usable form to build an internal marketing database.

Question 6

Internal databases usually can be accessed more quickly and cheaply than other information sources.

Question 7

The causal research is to test hypotheses about cause-and-effect relationships.

Question 8

Good sources of marketing intelligence information include competitors' annual reports,business publications,trade show exhibits,press releases,advertisements,and webpages.

Question 9

Primary data consist of information that already exists somewhere,having been collected for another purpose.

Question 10

Although customer and market insights are important for building customer value and relationships,these insights can be very difficult to obtain.

Question 11

Your manager asked you to go through three of your competitors' garbage bins to gather marketing intelligence from their discarded paperwork.One of them caught you in the act and has summoned you to court.The judge will most likely rule this to be an illegal activity and fine you and your company.

Question 12

With all of the legitimate intelligence sources now available,a company does not need to break the law or accepted codes of ethics to get good intelligence.

Question 13

Companies do not need to actively monitor competitors' activities.

Question 14

The company must decide whether the value of market insights gained from additional information is worth the costs of providing it.

Question 15

Too much marketing information can be as harmful as too little.

Question 16

The descriptive research is to gather preliminary information that will help divine problems and suggest hypotheses.

Question 17

Once the problems and research objectives have been defined,researchers must determine the exact information needed and present it to management.

Question 18

The real value of marketing research and information lies not in quantity but in the customer insights provided.

Question 19

The exploratory research is to better describe marketing problems,situations,or markets,such as the market potential for a product or the demographics and attitudes of consumers.

Question 20

SEDAR,an external information source,provides detailed analysis of consumer patterns in 400 product categories in selected markets.

Question 21

International research has different steps than domestic research.

Question 22

A researcher who wants to calculate confidence limits for sampling error would use nonprobability samples.

Question 23

Ethnographic research is a form of observational research that involves sending trained observers to watch and interact with consumers in their "natural environments."

Question 24

The most important issue facing online researchers is the lack of a broad cross section of consumers who have access to the Internet.

Question 25

You have just identified the "touch points" of the 400 best customers in your database.At this point,you want to manage detailed information about each of them to maximize customer loyalty.You should use customer relationship management (CRM).

Question 26

Open-ended survey questions are particularly useful in exploratory research.

Question 27

Just about anything can be observed,especially feelings,attitudes and motives,or private behaviour.

Question 28

In group interviewing,participants normally are paid a small sum for attending.

Question 29

Cultural differences from country to country cause additional problems for international researchers.

Question 30

Ideally,a sample should be representative so that the researcher can make accurate estimates of the thoughts and behaviours of the larger population.

Question 31

Big companies have now appointed chief privacy officers (CPOs)whose jobs are to safeguard the privacy of the companies.

Question 32

The questionnaire is by far the most common research instrument.

Question 33

As response rates for traditional survey approaches decline and costs increase,the Web is quickly replacing mail and the telephone as the dominant data collection methodology.

Question 34

Online marketing research is collecting secondary data online through Internet surveys,online focus group,and so on.

Question 35

According to the text,online research now accounts for about 50 percent of all survey research done in the United States.

Question 36

Despite the data glut that marketing managers receive,they frequently complain that they lack ________

Question 37

Because secondary data provide good starting points and often help to define problems and research objectives,most companies do not also need to collect primary data.

Question 38

Interpretation of market research data should be the responsibility of the researchers,not the marketing managers.

Question 39

Fresh understandings of customers and the marketplace are derived from that become(s)the basis for creating customer value and relationships.business decisions

A) business decisions
B) marketing strategies
C) marketing information
D) government policies
E) market demand

Question 40

Secondary data provide a good starting point for research and often help to define research problems and objectives.

Question 41

The systematic collection and analysis of publicly available information about consumers,competitors,and developments in the marketing environment is known as _______________

Question 42

A(n)________database can usually provide marketing information more quickly and cheaply than other information sources.

Question 43

Your marketing department is attempting to improve strategic decision making,track competitors' actions,and provide early warning of opportunities and threats.To achieve this goal,which of the following would be the best for your department to use?

A) Internal databases
B) External databases only
C) Company reports only
D) Marketing intelligence
E) The Internet

Question 44

To help define the problem and suggest hypotheses,researchers will often use ________ research to gather preliminary information.

Question 45

Which type of research would be best suited for identifying which demographic groups prefer diet soft drinks and why they have this preference?

A) Exploratory
B) Descriptive
C) Causal
D) Experimental
E) Secondary

Question 46

Four common sources of internal data include the __________,operations,the sales force,and the marketing department.

Question 47

Marketers must weigh carefully the _____ of additional information against the benefits resulting from it.

Question 48

Information that already exists but was collected for a different purpose is called ________

Question 49

Companies will often ask their managers to start with ________ research

Question 50

Causal research is used by many companies to better understand customers by __________.

Question 51

Defining the problem and research objectives is the _______ step in the marketing research process.

Question 52

Often,the hardest step to take when using the marketing research process is _________________.

Question 53

You are about to test hypotheses about decreasing sales in certain markets and their causes.You are involved in what type of research?

A) Exploratory
B) Descriptive
C) Causal
D) Focus group
E) Ethnographic

Question 54

Through which of these sources of information is a competitor most likely to reveal intelligence information?

A) Annual reports
B) Ad hoc exhibits
C) URLs
D) Product releases
E) Internal marketing conferences

Question 55

You want to observe how often consumers listen to music throughout their day and what different audio devices they use.You are also interested in how consumers store and access their own music collections.You should conduct ________ research.

Question 56

Which of the following statements regarding marketing intelligence is true?

A) The advantage of using competitive intelligence is negligible.
B) All marketing intelligence is available for free.
C) Marketing intelligence relies upon privately held information.
D) Marketing intelligence gathering is more focused on gaining insights into consumer activities than competitors' activities.
E) Good marketing intelligence can help marketers gain insights into how consumers talk about and connect with their brands.

Question 57

The four-step marketing research process includes defining the problems and research objectives; ________________; implementing the research plan; and interpreting and reporting the findings.

Question 58

Diana Dion is currently researching data sources from within her company to make marketing decisions.Diana is making use of ________ databases.

Question 59

Marketing research is the systematic design,collection,analysis,and reporting of ______________ relevant to a specific marketing situation facing an organization.

Question 60

Which of the following is an example of a free online database that a company could access in order to develop marketing intelligence?

A) LexisNexis
B) ProQuest
C) Dialog
D) System for Electronic Document Analysis and Retrieval (SEDAR)
E) Hoover's

Question 61

Ethnographic research can be very helpful because it _____________________

Question 62

Secondary data are ________.

Question 63

Survey research,though used to obtain many kinds of information in a variety of situations,is best suited for gathering ________ information.

Question 64

Which of the following is an advantage of telephone interviews?

A) They are more expensive to conduct than mail questionnaires.
B) Interviewer bias is introduced.
C) Under time pressures, some interviewers might cheat.
D) Interviewers can explain some questions and probe more deeply on others.
E) Potential respondents may refuse to participate.

Question 65

According to the textbook,the major advantage of survey research is its ________.

Question 66

When ZIBA designers,looking for ideas on how to craft a shower-cleaning tool,spent 10 days in people's homes,watching consumers wash shower stalls,they were conducting ________ research.

Question 67

For secondary data to be useful to marketers,it must be relevant,current,impartial,and ________.

Question 68

Which method could a marketing researcher use to obtain information that people are unwilling or unable to provide?

A) Observational
B) Survey
C) Questionnaire
D) Focus groups
E) Personal interviews

Question 69

Maryann Rose is conducting research to determine consumers' personal grooming habits.Because of the personal nature of the survey questions about this topic,Maryann wants to select the contact method that is most likely to encourage respondents to answer honestly.Which contact method should Maryann select?

A) Mail questionnaires
B) Telephone interviews
C) Individual interviews
D) Focus group interviews
E) Online panels

Question 70

Juanita Petino operates a dress shop in a suburban mall.Her research budget is very small,so she utilizes low-cost or no-cost methods to gather research data.One method that works very well for her is to change the themes in her local newspaper and radio advertising and watch the result.Juanita is using ________ to gather data for marketing decisions.

Question 71

Which form of data below can usually be obtained more quickly and at a lower cost than the others?

A) Primary
B) Survey research
C) Experimental research
D) Secondary
E) Observational research

Question 72

Harvey's came out with a new hamburger and released it in two different cities with two different price points.Marketers at Harvey's then analyzed the sales results at the two different price points.This information was used to help them set a nationwide price for the new offering.This is an example of ________.

Question 73

Walmart sends a trained observer to watch and interact with customers as they shop in a Walmart store.This is an example of ________.

Question 74

Experimental research is best suited for gathering ________ information.

Question 75

Which of the following has the highest rating for speed of data collection and compilation?

A) Open-ended questionnaires
B) Personal interviews
C) Mail surveys
D) Internet surveys
E) Ethnographic research

Question 76

Which of the following contact methods has the poorest response rate?

A) Mail
B) Telephone
C) Personal
D) Online
E) Individual

Question 77

Information collected from online databases is an example of ________ data.

Question 78

In the second step of the marketing research process,research objectives should be translated into specific ________

Question 79

ABC Company has decided to use mail questionnaires to collect data.Management recognizes this method has a disadvantage of .low cost per respondent.encouraging more honest answers.having an average response rate

A) low cost per respondent.
B) encouraging more honest answers.
C) having an average response rate
D) no interviewer to bias respondents' answers
E) collecting large amounts of information

Question 80

Ethnographic research ________.